The Brisbane Broncos are reportedly exploring a brand refresh for the first time in nearly 25 years, signaling a significant shift in the club’s visual identity. This move comes as the Broncos aim to modernize their image while maintaining their rich history and connection with fans.
The club has quietly submitted a newly designed horse head logo to IP Australia for trademark protection. While the initial submission is in black and white, the final version is expected to incorporate the club’s traditional colors of maroon, white, and gold. The design aligns with a global trend toward minimalist logos, focusing on bold colors and clean silhouettes, rather than the detailed, cartoonish logos of the past. Some speculate that the stripe in the design symbolizes the Brisbane River, reflecting the city’s identity. ([news.com.au][1])
This potential rebranding follows the Broncos’ recent release of their 2025 home jersey, which has garnered mixed reactions from fans. The jersey features a modern twist on the 2000 Grand Final jersey, with a double stripe design across the chest and gold trim on the sleeves. However, some supporters have expressed disappointment, feeling that the design lacks the boldness and creativity of previous jerseys. Critics have also questioned the muted color palette and the lack of a clear thematic inspiration behind the design. ([broncos.com.au][2], [reddit.com][3])
Despite the mixed reactions to the new jersey, the Broncos’ brand remains strong. According to a 2024 report from Brand Finance, the Broncos’ brand is valued at \$124 million, making it the most valuable club brand in the NRL. This valuation reflects the club’s long-term success both on and off the field, including its strong fan base and lucrative partnerships. ([broncos.com.au][4], [brandfinance.com][5])
As the Broncos continue to evolve, the proposed brand refresh represents an opportunity to modernize their image while honoring their heritage. By embracing contemporary design trends and maintaining a connection to their roots, the Broncos aim to appeal to both long-time supporters and new fans alike. The outcome of this rebranding effort will likely play a significant role in shaping the club’s identity for the next quarter-century.
[1]: https://www.news.com.au/sport/nrl/brisbane-broncos-submit-bold-new-logo-for-trademark/news-story/603b854ccc7af371785001f3d90745ab?utm_source=chatgpt.com “Plot to quietly rebrand footy team revealed”
[2]: https://www.broncos.com.au/news/20242/11/13/broncos-launch-historic-home-jersey-in-heartfelt-video/?utm_source=chatgpt.com “Broncos Launch Historic Home Jersey In Heartfelt Video | Broncos”
[3]: https://www.reddit.com/r/nrl/comments/1gqx0nf?utm_source=chatgpt.com “‘Worst jersey in a decade’: Brisbane Broncos fans roast club’s new home kit”
[4]: https://www.broncos.com.au/news/2025/03/14/the-broncos–sabo-story-as-the-jersey-that-brisbane-built-is-launched/?utm_source=chatgpt.com “The Broncos & Sabo Story, As ‘The Jersey That Brisbane Built’ Is Launched | Broncos”
[5]: https://brandfinance.com/press-releases/collingwood-is-most-valuable-club-brand-in-australian-sport-brisbane-broncos-top-nrl-brand-ladder?utm_source=chatgpt.com “Collingwood is most valuable club brand in Australian sport, Brisbane Broncos top NRL brand ladder | Press Release
| Brand Finance”
